When Emami launched Fair & Handsome, after market research revealed that 30% of fairness cream users were men, a big budget ad campaign with a movie star was merely a cherry on top. The category itself was on a tipping point, just about to explode, and Emami got there first. “The product spoke for itself,” says Aditya Agarwal, director, Emami. This fresh category is a gold mine as many big players including Hindustan Unilever, L Oreal, Garnier and Nivea have sunk in their teeth after Emami. On the brand valuation chart, Fair & Handsome is already worth `100 crore and has 80% market share. It’s one cool idea that launched a category. “Genuine innovation has a breakthrough quality,” says Rajiv Narang, CMD, Erehwon Innovation Consulting, “It is unique to the industry and has a transformational impact on the market.”
To read the full, original article click on this link: How Indian companies nurture innovators-Brand Equity-Features-The Economic Times
Author: Delshad Irani, Preethi Chamikutty & Moinak
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